Every client.Every conversation.

It is a real CRM, built for the way AV integrators actually sell. You get a drag-and-drop pipeline with deal stages you define, full contact and company records, a tasks and reminders engine so follow-ups are never a sticky note, referrer tracking so you know which architects and builders actually send work, and a dashboard that surfaces pipeline value, expected close dates, and win rates without exporting to a spreadsheet. None of this requires an add-on or an upgrade. It ships on every plan.

Specifi connects to Gmail and Microsoft 365 (both work and personal) via OAuth, then pulls every inbound and outbound email into the matching CRM record automatically. You do not BCC, you do not forward, you do not tag. The sync is two-way: replies sent from Outlook or Gmail still appear against the right deal, and notes written inside Specifi stay on the contact.

A single thread can be linked to more than one record at the same time. The same email can sit against the customer, an active opportunity, the open project, a work order, and the invoice it relates to all at once. If a contact exists on two deals, the email attaches to the most recent active one by default and stays visible on the customer record regardless. If you want it on a specific deal, you link it manually in two taps.

Yes. Open any email in the connected inbox view and you can create a new customer, opportunity, project, work order, invoice, referrer, or task directly from the thread, with the contact details, subject line, and conversation body pre-attached to the new record. The same toolbar lets you link the email to one or more existing records at any point in the thread.

The point is the workflow integrators actually run: a new homeowner emails about a Crestron upgrade, you open the message, hit "create customer", "create opportunity", and the conversation is now on both records before you have replied. Twelve weeks later, the same thread is still attached to the install, the work orders that came out of it, and the final invoice. Nothing was copy-pasted between the inbox and the CRM at any stage.

Cited walkthroughs (Specifi help centre): create-tasks-from-emails, create-invoices-from-emails, link-emails-to-work-orders.

One click converts the opportunity into a project. Products, quantities, pricing, labour, scope, supplier purchase orders, and client contact details carry over automatically. Nothing gets re-keyed. The project picks up the proposal's cost basis, so margin tracking starts from a real number rather than an estimate. Work orders can be generated from the project in the same flow. The deal moves to a "won" column on the pipeline, the client stays in the CRM, and the project takes over as the active record for delivery.

Everyone with an office-user seat sees everything by default. The rationale is that in a small-to-mid AV business, the worst outcome is a salesperson holding a deal hostage, a technician not knowing which client they are about to walk into, or a manager discovering an overdue follow-up too late. You can add per-user visibility rules if your business needs them (larger Enterprise-tier installations usually do), but the out-of-the-box model is one shared view of every customer, deal, and project.

The CRM is your sales engine, pipeline, deals, customer records, every interaction logged against the right contact. It's where your sales team works day to day.

Echo sits alongside it on every plan, included at no extra cost. Echo is your social media hub: link your Facebook, Instagram and LinkedIn accounts, then schedule and publish posts across all of them from a single calendar. That's it, no email campaigns, no marketing automation, no third-party scheduler, no separate subscription. If anyone asks whether Echo is a Mailchimp replacement, it isn't, and we don't pretend otherwise. Echo's one job is keeping your social presence consistent without eating someone's afternoon. Email and customer comms live elsewhere in the platform.

Pipeline value, yes, it's in the dashboard today. Detailed breakdowns like win rate by salesperson, win rate by referrer, expected close on a rolling window, and forecast revenue for current and next quarter are in the more detailed reporting view that ships in Q3. In the meantime — and even after Q3, for the ad-hoc questions that don't fit a template, you ask Bob. "What's my pipeline value this quarter?" "Win rate by salesperson over the last six months?" "Which deals have slipped twice?" Bob queries your live data and answers in seconds, with no report to build first. That's most of why we haven't rushed the static reports: when you can get any cut you want by typing a sentence, fewer pre-built views become essential.

Lead scores combine signal from the contact record (company size, project type, referrer) with behavioural signal from the website (pages visited, calculator used, proposal opened). The scoring model ships with sensible defaults for AV integrators and can be tuned per-plan without touching code. Scores update in near real time and surface on the pipeline board so your salesperson knows which enquiry to open first on a Monday morning, rather than whichever landed at the top of the inbox.

Yes, both, at every plan. The accounting integration is two-way. When a proposal converts to a project and the project generates an invoice, that invoice syncs to QuickBooks Online or Xero automatically with the right customer record, line items, tax treatment, and payment status. Payments collected via Stripe reconcile back to the accounting package, so your accountant is not reconciling by hand at month end.

Yes. Two paths. If you use Xero or QuickBooks Online, we import your customer records straight from your accounting package, no separate file needed. If you're coming from a different CRM (Dtools, WeQuote, iPoint, anything else), export your contacts to CSV or Excel and send us the file. Our team handles the import, mapped cleanly into Specifi's CRM and ready to use. We will match as much details as possible in addition to the customer records

Yes. Bob, Specifi's in-product AI assistant included on every plan, queries your CRM in plain English today. "Show me the Henderson account" returns the full record summary including active projects, outstanding invoices, and the next scheduled activity. "Which opportunities have been sitting in Discovery more than fourteen days" returns the list. "What's closing this month above £20k" returns the answer without an export. "Top ten customers by revenue this year" — same. "Who is overdue and how much" — same. Bob also drafts follow-up emails in your tone of voice against the contact record and generates scopes of work from a saved proposal for you to review.

From 1 June 2026, Bob also writes back to the CRM with your approval. "Create a new opportunity for Henderson's Dublin office" will create the record and offer to schedule a discovery call; you tap to confirm before either lands. The same approval gate covers contact creation, lead creation, task creation, appointment booking, draft email send, and pipeline activity scheduling — Bob never silently writes to your CRM.

Yes, iOS and Android, shipping on every plan. The field app gives an engineer on site the full contact record, the day's tasks, live pipeline board, and the ability to log notes, capture photos against the work order.

The CRM is included on every Specifi plan at no extra cost. Individual starts at $149 / month (USD) with 1 office user and 2 field users. Team is $349 / month with 3 office and 5 field. Company is $699 / month with 7 office and 10 field. Annual billing saves 10% on all three tiers. There is a fixed cost of $15 per additional field user and $135 per additional office user should you need to add more users outside the base packages.